Ultra-Premium Quality: Why and When Should Shops Use Ultra-Premium Parts?

You know that when it comes to the aftermarket, there are many different qualities of parts to choose from, and this definitely isn’t a bad thing, as there is a time and place for parts of all different qualities, materials and price points, depending on the driver’s budget and driving needs.

But what you may not be aware of are the aftermarket brands that are producing parts which are actually better than OE quality in their materials, fit and function. That’s where companies like ADVICS come in, as a manufacturer of ultra-premium brake parts for the vehicle’s entire braking system.

What does ultra-premium mean?

Simply put, ultra-premium means “better than the best” quality, and in the case of ADVICS ultra-premium brake parts, this means often surpassing the quality, fit and performance of the comparable OE product.

When reviewing whitepapers or sell sheets, look for the following attributes to help determine whether a part is considered ultra-premium:

• Superior engineering
• Advanced manufacturing techniques and practices used by the OE, or better
• Product materials used by the OE, or better
• Rigorous product testing with data to support the results
• Fit, form and function at the OE level, or better

So what does ultra-premium mean in the world of brake parts? Let’s use ADVICS’ brake pads and brake rotors as an example.

Brake Pads

Brake pads typically come in three different styles of friction material: organic, semi-metallic and ceramic.

Organic friction material is usually a combination of glass, Kevlar, carbon, rubber or fiberglass, and the compounds are bound together with heat-resistant resin. These brake pads are typically the most economically priced and produce good stopping power, but due to the blend of materials, they also produce a lot of black brake dust and tend to wear down fast.

Semi-metallic friction material is generally a good option to recommend, containing a combination of iron, copper, steel and graphite. These pads produce reliable performance and heat transfer, and are much more durable than organic brake pads. They are also cost-efficient, falling in between organic and ceramic pads.

Ceramic is the best quality when it comes to friction materials, made predominantly of stacked glass ceramic fibers, with only a small amount of filler agents and mixed metals in the compound. These brake pads produce a great stop and heat transfer, while being quieter and cleaner than organic or semi-metallic brake pads. ADVICS brake pads are ceramic and engineered to perform above the OE specifications, resulting in an ultra-premium product that outperforms any competition in the aftermarket.

Brake Rotors

Brake rotors are an essential part of the braking system, responsible for taking the pressure from the caliper as it squeezes the friction across the rotor’s surface, so they need to be strong. The material from which a rotor is made plays a major role in the performance of the part.

Disc brake rotors typically come in three categories: economy, standard and premium, and like ADVICS brake pads, disc brake rotors are also ultra-premium – even better than the best.

Economy rotors are at the lowest price point and typically made from scrap iron. From batch to batch, quality can be inconsistent, and this can lead to hard spots on the rotor’s surface which may cause warping, pedal pulsation and noise – putting unnecessary stress on the rest of the braking system.

Standard rotors are typically made of a cast iron material and are the most common type of rotor available. While popular, they are heavy and may impact vehicle handling, depending on the driving application. Standard rotors produce good stopping power and you can typically avoid the warping and overheating issues that can come with use of a cheaper, economy option.

Premium rotors can be made from several materials, like ADVICS’ certified high-carbon rotors. High-carbon rotors are still made from cast iron, but have high levels of carbon mixed in. This addition of carbon means the rotors withstand much higher braking forces, are durable against cracking and also produce excellent NVH performance. They are also able to dissipate heat quickly and withstand tougher driving applications.

ADVICS goes even further than high-carbon content, adding in a proprietary design that creates suction to remove hot air and gases from the rotor’s surface, coating the rotors in anti-rust compounds, C40 and E-Coating and using OE quality disc plates. These factors combined results in a rotor that is truly ultra-premium and better than the aftermarket competition.

The Bottom Line

When recommending product to your customers, quality should be a top consideration. By being able to educate on the benefits of ultra-premium parts that are designed to work together, you ensure that your customers, the repair shops, are providing the best in quality and safety to their customers.

This article was sponsored by Advics. To learn more about ADVICS Ultra-Premium brake products, visit our website here and follow us on Facebook for tech tips, technical articles, product updates and more.